Vim: The power of 100 lemons

Rituparna Dasgupta, Ashutosh Paretkar, Rajani Ranjan

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

Campaign details

Brand: VimBrand owner: Hindustan Unilever LimitedAgency: Mindshare IndiaMarket: IndiaIndustries: Cleaning productsMedia channels: Mobile & appsBudget: 500k - 1 million

Executive summary

Women in rural India cook on earthen stoves called chulha...

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